Marketing: A guide to business cards

Business cards are the most commonly used - and misused - networking tool in the industry. It is a misconception that a business card is a simple thing and therefore should be easy to put together. However, there are so many options that the only thing a "simple" business card can do easily is become a complicated mess. Here are some options to help you create a perfect business card that gets results.

Remember, what follows are simply options. You are the only one who truly knows how you want to represent your company. Pick what you like, and leave the rest. Have fun! This is where you can let your creative side shine through.

Put it all out there - have basic information

People need to have the basic information about who you are and your business is. There are a few pieces of truly necessary information to put on your card. If you feel that a name and a phone number will do, remember that the recipient may put your card away and forget about it. When they see the card again, they will not know what services you offer. Rather than go through the hassle of finding out, they will most likely throw your card away. In business, mystery does not pay.

Showcase unique qualities

Optional pieces of information are just that - optional. They should only be placed on your card if the information sets you apart, for example, if you have any unique professional or academic designations that help you do your job better than everyone else. If the name of your business does not explain what you offer, add a small explanation. Be selective and avoid an excess of information. Choose what best represents your business.

Photos

Should you put a photograph of yourself on your business card? The general consensus is that you should not, unless your appearance plays a part in your business.

Design and printing

When the founders of the Sydney-based graphic design and advertising company, Two Funky Girls, were asked to come up with a few design tips for business cards, this is what they came up with. "Any vibrant colour grabs people's attention. However, if you have too many colours, images, and information the card will look cluttered and your eye won't have a focus point. If you really have to study a card to work out what the company name is and what the product or service is, the card just isn't working. A legible font should be used that isn't too small with adequate line spacing. Keep the design balanced by not putting everything to one side."

Types of fonts

Choosing the right font is always tricky. Chuck Green has a few rules to follow. "Limit the number of fonts. Too many fonts make your materials visually confusing. The general rule is: don't use more than one serif font and one sans serif font family per document (serif fonts have "feet," sans serif fonts do not). Use bold, capitalised, and italicised fonts sparingly and it will have a more pronounced effect when you do." If you do choose to use more than one font, do not use more than two as the business card is a small area and too many fonts will make it confusing. Also, keep the text a minimum of 3mm away from the edge of the card to give it a clean look, and carefully consider what impression the font you choose will give the reader.

Logos

Many people think logos can only be made with images, but, according to Virginia O Cleirigh of Two Funky Girls: "Designing with just the letters [of a name], using interesting fonts and colour, can create striking and memorable logos." Regardless of what your logo is, however, it should never be too big on the card. A large logo will overwhelm the other information, which is just as important. A basic rule is for the logo to not take up more than 1/3 of the space on your business card. Where you put your logo depends on the design, though it is usually placed above the contact information, or on the opposite end of the card from your contact information. If you want to make your logo stand out, you can have the printer apply embossing or a varnish to just the logo (see "Special effects").

Special effects

Special effects can make your business card really stand out. These include metallic colours, foiling and any varnishes you choose to add to your card. Most special effects require a traditional printing press instead of the more popular and cheaper method of digital printing.

Special colours

Using special colours, such as metallics or fluorescents, can be extremely effective in making your card stand out in a rolodex of hundreds of cards. Printing a large quantity of business cards will offset the extra cost. Special colours should, however, be an integral part of the design, rather than a last-minute add on.

Foiling

Gold or silver foiling can give a lot of visual interest to a card. Foiling is shinier than metallic colours and creates an added embossed feel. Unfortunately, it is also more expensive than metallic colours. To get foiling on your card, you need to commission a block cast with type on it. This purchase will be a one-time cost if you don't change the information you put on the cast, but it is a very expensive process - most popular with larger corporations that print enough cards to make the purchase of the block cast worthwhile.

Varnishes

Varnishes are fun to play with and a great - and relatively economical - way to make your cards stand out. A varnish is a clear liquid coating added to a printed surface to create a glossy, satin, neutral, or matte finish. There are many choices in varnishes and in the application of the varnish. Special varnishes are UV varnishes, which uses an ultraviolet drying machine to create a super glossy finish. These are available in both smooth and textured finishes - sandpaper, leather, crocodile skin, and raised. You can apply the varnish on the entire surface of your card, making your entire card glossy or matte, or you can apply it to only certain sections of your card - a method called spot varnishing. Spot varnish highlights and draws attention to some part of the design - the logo, for example - and also gives the impression that there are varied textures on a single printed surface. Some cards use varnish to create a subtle design along the card. Varnish is clear, so even if the design runs over words, they can still be read. Another option is to use more than one kind of varnish on the card, overlapping glossy and matte varnishes to create a high contrast between the two varnishes.

Stock

Regardless of the finish on your card, glossy or matte, the standard grade of stock for business cards is 200-300gsm (grams per square metre). Go below 200gsm, your card will look flimsy and cheap; go above 350gsm and it starts to feel like a credit card. Other than the grade of stock, there is not a straight rule for what card stock to use, though matte often looks more professional. In terms of matte stocks, there are standard smooth matte stocks or textured matte stocks with raised lines or other raised designs. Many feel that white or cream is the best colour to use, both for contrast and so people can write on it, but if you decide on coloured stock, there are plenty of choices available to match your colour scheme. A current trend is the use of recycled stocks - most are not coated and have a subtle texture to them with a more classic feel. Go to a professional printer and ask to see their selection of stocks. There are hundreds out there, so if one printer does not have something you like try a different one.

A look at some options

There are many design options available when you decide to print your business cards.

Vertical vs horizontal

There really is not a rule as to when either alignment is used. According to Virginia O Cleirigh, from Two Funky Girls, it "depends on the industry and either alignment works well." Play with the idea of both. Which one looks better to you?

Colour vs black & white

The general consensus is that if you have the budget to do so, add colour to your card, preferably in the form of a logo. Colour gives a higher quality appearance to your card, but be careful as too many colours can make your card look too busy. One rule to follow is to limit yourself to about three colours.

One-sided vs two-sided

This choice depends on what you want to achieve with your card. A one-sided card can have just as much impact as a two-sided card. But, to give you an idea of what you can do with a two-sided card, Chuck Green has a few options. You can treat one side like a "billboard" with the name of a company and your logo, he says, and on the other side print all of your contact details.

Standard card vs folding card

Folding business cards can be great if you want the card to be the standard business card size but you have a lot of information you need to give a potential client. However, the designers at Two Funky Girls agree that "a folded business card is a nice design feature for restaurants, bars, and clothing shops," but when it comes to mortgage brokers, finance consultants, or anyone in similar businesses, a folding business card would not be appropriate. A regular two-sided business card is probably your best option.

Prices

Prices, of course, vary depending on both the printer and the complexity of your card design. A basic, black and white, one-sided card should cost between $40-50 for 250 cards and $80-90 for 1,000. Prices go up from there. Factors that affect your price are the number of colours you use (four colours are more expensive than two colours, and metallic colours cost even more), the addition of varnishes, and especially the type of stock you choose. Most printers have a list of the basic cards they offer and will possibly try to talk you into using their templates. It is best to have a pretty specific idea in your mind of what you want and make sure you go to a printer that has the proper capabilities and contacts to print your design. As with any business decision, shop around for the best prices.

Hopefully, this guide has given you a jumping off point for designing your perfect business card. Though most of the decisions you make will come down to what is right for your business, there are two business card faux pas that should never be committed:
* Do not use perforated cards
* Do not use a home printer

At the very least, invest in a professional to design and print your cards. The extra money will make a huge difference on the impression you make.

Necessary information to include on your business cards

• Name
• Company name (preferably with a logo)
• Full address with a postcode
• Phone #
• E-mail address

Optional information to include on your business card

• Your title
• Your affiliations
• Professional and academic designations
• Department/division name
• Website address
• Fax number
• Mobile phone #
• Country
• Mission statement/business description

Key Design Features

• Vibrant colours grab attention
• Too much clutter ruins a card
• Don't put everything to one side
• Use legible fonts with adequate line spacing

Tips on Fonts

• One serif or sans serif font per card
• Use bold, capitalisation, and italics sparingly
• Keep text at least 3mm away from edge
• Be sure your font is easy to read

Paper or plastic card?

One unique option for your business cards is printing it on materials other than paper. Some companies print their cards on plastic, metal, or even wood. At the far end of the spectrum are chocolate business cards (which have a tendency of disappearing into people's mouths and, therefore, are definitely not recommended). For smaller companies, the cost of business cards printed on any of these materials is very high and would have no purpose unless your business works with plastic, metal or wood. If you do decide to look into this option, there are specialty printers you can find online.